Understanding the differences between PPC and SEO are critical when you are planning your internet marketing strategies. While SEO is typically more focused on your business’s website climbing up in search engine rankings, PPC is generally focused on generating leads to your site. Below, we discuss some of the different aspects of both strategies so that you can make use of both of these tools to optimize the success of your business.
Traditional SEO Methods
SEO, or search engine optimization, is a strategy used on websites and social media profiles with the goal of having your pages appear in the top rankings on popular search engines such as Google, Bing, Yahoo and other search engine results pages (SERPs).
There are many different components to SEO for your pages, but some of the most important elements include using the right keywords, getting high-quality backlinks to your site, and providing your audience with engaging and original content. Using these strategies, your site will appear more authoritative, which helps your website move up in SERPs.
Keywords Google Loves
Using the right keywords is critical to the success of your SEO. You might think that just providing the content that your business is about on your website’s Homepage and Landing pages will make your site rank, but that isn’t always true.
When designing your keyword campaign, you’ll want to target keywords that are frequently searched by your audience. For example, let’s say you are a Family Law Firm based in Seattle. You’ll want to rank for keyword phrases such as “Seattle Divorce Lawyer”, “Seattle Child Support Lawyer” and other keywords that relate to the area you live in and other relevant family law topics.
Using this exact keyword phrase at certain points throughout your pages can help them climb up in the rankings when that phrase is searched on Google.
Why High-Quality Backlinks Matter
One of the best ways to make your website more authoritative is by having high-quality backlinks. These are formed when other websites or pages find your content relevant, interesting and/or informational, and choose to link back to your pages when developing their own content. This word of mouth between websites is an essential element of good SEO for your website.
Engaging, Original Content
Your website can only be successful if you provide your audience with content that piques their interest and meets their needs. Throughout your content, you should use your exact keyword phrase so that your page can show up in SERPs.
However, be careful not to simply string these phrases together without making sense on the page, as this can alert Google and your site will be subject to penalization.
How PPC Can Help Your Site Rank
Pay-per-click (PPC) internet marketing is used to get non-organic clicks to your site. Here’s how it works: you start a PPC campaign and ads for your site are placed strategically on other website banners, or in the top results on Google.
Each time your website is clicked on, you’ll be charged a small fee. This can be quite an effective way of generating leads, even if they aren’t organic. PPC, unlike SEO, can quickly get you the leads you’re looking for. SEO oftentimes takes significantly longer, though in the long-run will be invaluable to your site.
There are many benefits to PPC including the ability to geo-target your audience and use AdWords to ensure you have targeted relevant keywords. When you drive traffic to your site, Google recognizes this and you can expect your website to begin climbing in SERPs.
Choose The Right Internet Marketing Firm
In this day and age, having a properly optimized website is critical to the success of your business. ApricotLaw SEO and PPC can strategically optimize your website to ensure that when a potential client is searching for keywords relevant to your business, your website is displayed in the top results on Google.